Opportunity score
- Updated October 22, 2026
Opportunity score is a 0–100 score in Meta Ads Manager that shows how many of Meta's recommendations you have applied to your campaigns, ad sets and ads. Applying a recommendation or fixing an error raises it; dismissing one leaves it where it is. It measures how closely your setup follows Meta's advice, not how well your ads perform.
How does Meta define opportunity score?
Meta's About opportunity score in Meta Ads Manager page:
On a 0-100 point scale, opportunity score represents how optimized your campaigns, ad sets and ads are. Your opportunity score is based on how many Meta Ads Manager recommendations you apply.
Not every recommendation is worth the same: "Certain recommendations impact your opportunity score more than others based on their estimated value for your ad account." Meta's example starts at 60. Fixing audience fragmentation might add 35 points and applying Advantage+ placements 5, which together reach 100. The page opens with a caveat: "Opportunity score is in development and may evolve."
Does a high opportunity score mean your ads perform well?
No. Meta: "Opportunity score does not reflect your actual or future performance, even if your score is high." The recommendations "can help improve performance over time, but this is not guaranteed." And on a low score:
You should not turn off campaigns with a low opportunity score since your opportunity score represents how optimized your campaign is, not whether it is performing poorly. You should judge performance based on your business goals.
What do the recommendations cover?
Meta's Types of opportunity score recommendations page lists seven categories:
| Category | What Meta says it includes |
|---|---|
| Automated campaigns | "campaigns with end-to-end automation" |
| Objective and goals | "objectives and performance goals" |
| Audience | "audience expansion, audience fragmentation and auction overlap recommendations" |
| Creative and placements | "improving and diversifying ad creatives. For example, creative fatigue recommendations." |
| Signals | "data quality and signal strength" |
| Budget and bidding | "optimizing budget and bidding strategies" |
| Other | "important errors or warnings that need your attention" |
The creative example is "Re-engage your audience by adding another image or video to your ad", the creative fatigue fix.
Where do you find opportunity score?
Meta: it "is visible in the Account Overview and Campaigns tabs of Meta Ads Manager, and when you create an ad in Ads Manager." Its access page adds, for the Campaigns table: "You may also see an Actions column that shows recommendations that could help you raise your opportunity score if adopted." Account Overview holds the Available and Dismissed lists. "If you have an ad account error, your opportunity score will not show."
Is opportunity score the same as campaign score?
No. Campaign score "predicts how optimized your campaign is before publishing", for one draft campaign, and Meta's campaign score page says it "does not impact your overall account's opportunity score".
What it means for your ads
- Use it as a ranked to-do list. Meta says Ads Manager "ranks recommendations based on estimated performance impact", so the points show where Meta expects the most effect.
- Dismiss what doesn't fit. Meta: "If you dismiss a recommendation, your opportunity score will not change", and "if you cannot apply some available recommendations (for example, due to business constraints), your opportunity score will always be lower than 100 points." Meta also says a dismissal "only applies to that campaign."
- Know what an applied recommendation changes. Changing targeting, changing creative and adding a new ad are all significant edits that restart the learning phase. Meta's opportunity score pages don't say a recommendation is treated any differently.
- Have new creative ready. The creative recommendation asks for "another image or video", which only helps if it's genuinely different.
Common mistakes
- Chasing 100. A high score only means you followed Meta's advice.
- Judging a campaign by its score. Meta says to judge performance "based on your business goals", with metrics like cost per result.
Sources
- About opportunity score in Meta Ads Manager — Meta Business Help Center (accessed October 24, 2026)
- Types of opportunity score recommendations in Meta Ads Manager — Meta Business Help Center (accessed October 22, 2026)
- How to access opportunity score recommendations in Meta Ads Manager on your computer — Meta Business Help Center (accessed October 22, 2026)
- About campaign score during campaign creation in Meta Ads Manager — Meta Business Help Center (accessed October 24, 2026)
- Significant edits and learning phase — Meta Business Help Center (accessed October 22, 2026)
Meta revises these pages without notice, so check the source before acting on any of it.
Terrads makes new image and video ads that differ in concept and layout, so a recommendation to add another image or video has a real answer.